Marketing Innovation Research Of BOC Panjin Subsidiary

China's commercial banking industry has a short operation time, so that the bank marketing research is lack of systematic and fails to form a theoretical and practical research system. Although in recent years, the state-owned banks have already gradually introduced marketing theories and ideas in practice, there are many problems still. Marketing consciousness of bank staff is not strong enough, while marketing organization is lack of unifying marketing plan and specific market positioning, which is still at the beginning stage.The BOC Panjin subsidiary, as a powerful state-owned bank secondary branch, should strengthen the marketing research, set up new concept of bank marketing, and establish marketing innovation system in order to improve the core competence and extend the market share. Given this background and request, this paper uses modern marketing management theory and considers the characteristics of bank financial industry, discusses the BOC Panjin subsidiary marketing innovation mode.Based on the research achievements of predecessors in marketing and bank marketing areas, this paper analyses marketing situation of BOC Panjin subsidiary, the existing problems and the causes of problems. Combining with the internal and external marketing environment of BOC Panjin subsidiary, this paper summarizes SWOT analysis matrix of BOC Panjin subsidiary and eventually build a marketing innovation pattern of BOC Panjin subsidiary. This model was used in business area of small and medium-sized enterprises, and played a effective role.